Social Media News Release
first direct shares customer comments – ‘good and bad’
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first direct’s latest campaign sees the UK’s number one bank for customer satisfaction make a brave new move to showcase all consumer opinions online on a new microsite: firstdirect.com/live. The first time that a bank has made such a move, the site aggregates live comments from eight million social media sites.
Lisa Wood, head of marketing at first direct, said:“Our customers are writing about us all over the web and we want to embrace this, so we’re showing customer comments, good and bad, from websites, blogs and forums for everyone to see. We’re also encouraging uncensored feedback on a range of issues and we’re inviting everyone to participate in the conversation at www.firstdirect.com/live.
first direct also commissioned research to understand the value consumers place on openness, and the expectations of consumers towards businesses. The research showed that Brits are now catching up with their American counterparts as almost 80 per cent are now using social media at least once per month.
Over half the UK’s population (53 per cent) are now creating and actively sharing content online, heralding a wave of openness that utilises blogs, video, audio, forums, reviews and comment. This creation and consumption of user generated content is no longer just the reserve of the ‘Google generation’ (those born after 1993) but is spread consistently across each age group – social media is mainstream!
Graham Jones, an internet psychologist who specialises in the way people use the internet, explains: “The new-found enthusiasm for sharing details of our lives is actually nothing new; we have been doing it all our lives with family, friends, colleagues and neighbours. The difference is that before the advent of social networking sites we could only share our ideas and thoughts with a handful of people.
“Now, thanks to the latest internet technology (forums, blogs, social networking platforms and websites) we can share with hundreds of people in seconds and the difference today is the majority of us are doing this. Almost 80 per cent of us are active online, a third use it to let people know what they are up to and it’s become acceptable to share an unprecedented amount of information about our lives, what we do, who we see and what we buy. The age of openness is here.”
The first direct research showed the number of people contributing to the web has doubled in the past two years:
The survey also unveiled the reasons why people are increasingly becoming open online. 36 per cent believed it was a sense of helping others and, surprisingly, just three per cent comment and contribute because they feel they are experts.
The trust consumers place on social media
Impact on businesses
But businesses so far don’t appear to be hitting the mark when it comes to transparency. When asked which companies are considered open, the online giants, such as Google (37 per cent) and Amazon (35 per cent), scored most highly, followed by British institutions such as M&S (34 per cent). The banking sector had the worst scores for openness but that’s something first direct is starting to change.
Graham Jones continues: “As we become more open, so our expectations change towards the way we communicate with businesses. This new age of openness demands an honest and transparent approach and the rules of engagement are changing. The research clearly showed that one of the major drivers for people sharing their opinions online was a feeling of power, of having a voice both to promote good and lambast bad customer experiences. Businesses need to understand this and adapt accordingly.”
Lisa Wood, head of marketing at first direct, said: “The research shows that the banking sector does not score well when it comes to openness and transparency, but this is something that we are keen to change at first direct with this microsite.
“It's a move not many brands, let alone banks, would be able to do but this research clearly shows that customers expect openness and honesty in the businesses they trust and recommend.”
For further information or interviews with Graham Jones and/or first direct, please contact Jessica Davenport (firstname.lastname@example.org) on 0113 220 0505 or Charlotte Brophy (email@example.com) on 0113 220 0538.
Note to editors:
first direct is the UK's best online bank. For more information about internet banking internet banking with first direct, visit www.firstdirect.com or call 0800 242424.